Growing change within the food system.
In an era where food system transformation is crucial, My Food Community (MFC) required a brand identity that would unite and empower change makers while reflecting their mission to build a movement of good food champions. The challenge was to create an identity system that would resonate with diverse stakeholders, from grassroots activists to potential funders, while conveying the organization’s commitment to holistic food system understanding and leadership development.
The design process began with immersive discovery workshops, engaging directly with community members to understand their values, aspirations, and unique position in the food system landscape. This collaborative approach revealed key insights about MFC’s role as both a connector and catalyst for change, informing the development of a brand personality that balanced accessibility with authority.
The resulting brand identity system successfully captures MFC’s dual nature as both a nurturing community network and a powerful force for systemic change. The memorable logo is full of symbolism and really connected with the participant's of the programme - enabling them to understand the story of the project and to feel connected and proud. The visual language draws inspiration from grassroots activism and community connectivity, while maintaining the professional polish needed to appeal to institutional partners and funders. The identity system is intentionally flexible, allowing it to adapt across various touchpoints while maintaining coherence – essential for an organization that operates at multiple levels of the food system.
The effectiveness of the brand identity is evidenced by stakeholder feedback, with leadership praising its deep understanding of MFC’s mission and its potential to attract future funding. The design system delivers practical value through a comprehensive suite of brand assets, empowering the organization to communicate consistently and professionally across all channels.
This project demonstrates how thoughtful brand design can strengthen a nonprofit’s ability to achieve its mission. By creating a visual identity that authentically represents MFC’s values and aspirations, we’ve provided them with a powerful tool to build their movement, engage stakeholders, and drive meaningful change in the food system.
